Let Their Mouseclicks Do the Walking: How Consumers Use the Internet to Shop

Let Their Mouseclicks Do the Walking

How Consumers Use the Internet to Shop

Michael R. Solomon

As anyone who’s ever typed a search phrase like “home theatres” into Google knows, the Web delivers enormous amounts of product and retailer information in seconds. In fact, the biggest problem Web surfers face these days is narrowing down their choices, not beefing them up. In cyberspace, simplicity is The Holy Grail.

With the tremendous number of Web sites available and the huge number of people surfing the Web each day, how can people organize information and decide where to click? A cybermediary often is the answer. This is an intermediary that helps to filter and organize online market information so that customers can identify and evaluate alternatives ...